TikTok’s Tech-tonic shift attempt in US

Social media platform TikTok banned here in India since 2020 along with more than 100 other Chinese apps – is making its most ambitious effort to move US consumers over to social commerce. If the endeavour succeeds, it could aid the creation of super-apps that US tech majors have been wary of. TikTok is seeking new revenue by merging the product discovery capacity of social media with ecommerce capability. This has been wildly successful in Asian markets, but has found few takers in Europe and the US because of the cultural differences in consumer behaviour. Selling products through live streaming is a more collective experience and draws its power from affirmation by co-buyers and the individual salesman’s ability to influence buying decisions. Digital consumers in Western markets behave differently, preferring Amazon’s marketplace, where they can make quicker choices from among a greater variety.